Managing Successful High-Tech Product Introduction
Succinctly illustrates established
elements employed in organizing a development program, from planning to securing market shares.
TABLE OF CONTENTS Managing Successful High-Tech Product Introduction
Chapter 10: Workflow: Premature deployment and supporting the catastrophe
10.1 Successful premature deployment
Successful product deployment results in the end users needs being met. This equates to delivering a feature set that can be used effectively with sufficient technical support to alleviate deficiencies that are still in the product. If your initial product showing is disastrous, you may be responsible for stalling marketing momentum; product benefit could be discounted, and the cautious mass market may not materialize as fast as it otherwise could.
In the discussion that follows, the types of products considered are complex in nature, consisting of new hardware and new software. Products offering services to end users and that are sold to service providers who operate the product in a competitive market are examples of the types of products being referred to. Telecommunications carriers fall into this role, purchasing such products and offering their customers mobile phone or wireless data services. In other cases, the product could be a wireless LAN access point implementing Bluetooth technology and sold directly to businesses requiring wireless LAN access.
10.2 Unpreparedness results in disaster
All too often, customer expectations are mismanaged. The following example describes an unplanned deployment that was based halfheartedly on securing market share and motivated by generating sorely needed revenue.
While developing CDPD infrastructure equipment, it was thought that our competition was going to beat us to the market by releasing their product to our small group of customers. Being in a reactive state of mind, we panicked and attempted to send prototype equipment to the customer...
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